Hoefler & Frere-Jones Weigh In Directly On Campaign Typography


A little while back, we linked up a bonus clip from Helvetica that Gary Hustwit had put up on the film’s blog, featuring Jonathan Hoefler and Tobias Frere-Jones talking about Gotham, the famous font they created that is now being used by Obama for his campaign. Our friends over at Design Observer caught a nice follow-up to that post with a recent entry over on Hoefler and Frere-Jones’ own site, talking directly about what they think of the current campaign type. It’s brief, but, as to be expected, it’s pretty interesting. Here’s a bit:

A journalist recently asked what it is about Gotham that we think suits the Obama campaign. We’ll defer to designers John Slabyk and Scott Thomas to make that call — they selected the font for Obama for America, we merely provided it — but one thing we can say as type designers is that Gotham isn’t pretending to be anything it’s not, which makes it an unusual and refreshing choice for a campaign.